Inside Facebook

Sponsoring established Facebook applications with large audiences continues to be a powerful way for brands to market inside Facebook. In fact, we reviewed several such campaigns from BMW, U2, and St. Martin’s Press in our recently released Best and Worst of Facebook Marketing 2009 report.

The latest interesting example comes from Kimberly-Clark, who has teamed up with Circle of  Moms, a large community of moms built on Facebook and Facebook Connect, to promote Huggies brand baby diapers. The integration brings Huggies’ Enjoy The Ride program to members of Circle of Moms, with special rewards codes, expert advice, polls, and mom-to-mom tips. 36,000 Moms took Huggies-branded polls, and there have been more than 61,000 forum posts to date.

According to AppData, Circle of Moms has a monthly active membership of nearly 1.5 million users, connecting Facebook moms through specialized groups, with moms sharing stories, advice, and doctor recommendations. The application was launched in October 2008, and doesn’t allow any males (or at least anyone who says they’re male on their Facebook profile) into the community.

The Enjoy the Ride rewards program targets new moms, with age-specific diaper advice, forums, a reward points program, and the chance to win free diapers for a year. You can access the program, which is also being promoted on the Huggies Facebook Page, through the Huggies Zone inside Circle of Moms.

Appssavvy and Mindshare brought Huggies and Circle of Moms together.

“We are very proud of the incredible community the millions of moms have created through Circle of Moms,” said Ephraim Luft, CEO of Circle of Moms. “Huggies is the exact type of brand our partnership with appssavvy is designed to engage with Circle of Moms. Its rewards program, added-value content and expertise simply improve the community and enable a leading brand and its tgarget audience to connect in positive ways.”

Huggies will increase its exposure on Facebook dramatically with the new partnership, injecting its brand directly into the sightline of its target demographic.